AutoBeta(AutoBeta.net)03/22 Report--

On March 22, Hyundai Motor Group (China) announced that Xiang Dongping, vice president of Hyundai China and deputy general manager of Beijing Hyundai, would no longer hold relevant positions in Beijing Hyundai. Hyundai Motor Group (China) will then announce new candidates for the position. However, although Xiang Dongping leaves Beijing Hyundai, he will continue to serve as Vice President of Hyundai Motor Group (China) and continue to serve Hyundai's business in China.

This is Hyundai's second personnel change this month. According to a personnel announcement issued by Hyundai Motor Group (China) on March 12, Li Feng, vice president of Hyundai Motor Group (China) and general manager of Dongfeng Yueda Kia, will no longer hold the post of general manager of Dongfeng Yueda Kia. Li Feng was transferred back to Hyundai Motor Group (China) as vice president. As a result, Xiang Dongping is the second Chinese manager to leave the joint venture this month.

Data show that since 1998, Xiang Dongping has successively entered SAIC-Volkswagen, Skoda, Volvo and the new car-building force Skyline Automobile, serving as SAIC-Volkswagen brand executive director, Volvo China sales company executive deputy general manager, Skyline automobile director, chief marketing officer and other positions. On March 22nd, Xiang Dongping became Vice President of Hyundai Motor Group (China), deputy general manager and sales minister of Beijing Hyundai, responsible for the brand's marketing, marketing network and other business.

From March 22, 2020 to March 22, 2021, it means that it is only one year for Dongping to enter Beijing Hyundai. As for why he left after only one year of resume, perhaps only I know.

It is understood that after Xiang Dongping entered Beijing Hyundai, he put forward the development strategy of "being friends with time", believing that Beijing Hyundai is currently facing many problems and cannot rely on one or two models to solve its development dilemma. In recent months, Xiang Dongping has repeatedly stressed in public that Beijing Hyundai must first solve three things: establishing a modern brand image of Beijing; establishing a user-based operation and management model; and shaping a user-centered management system.

In the past, Beijing Hyundai was able to rely on performance-to-price ratio to obtain the market, but South Korea believes that the products introduced by Hyundai have been recognized by the market, even if they are placed in the current market, and the mainstream joint venture brands have no room to explore. The performance-to-price ratio of independent brands also has no advantage, leaving a good market space for Beijing Hyundai. However, with the upward development of independent brands and the continuous decline in competitive prices of joint venture brands, Beijing Hyundai began to list both new and old products, leaving consumers with a cheap brand image.

As a joint venture company established in 2002, Beijing Hyundai has been developing for nearly 20 years, but the current development situation is really not optimistic. In fact, in 2020, especially after the epidemic, Beijing Hyundai began to realize the problem and began to launch a number of new models, such as Sonata and Elantra, but even so, Beijing Hyundai still showed a 35% decline during the year, with cumulative sales of 446082 vehicles, falling out of the top 15 passenger car manufacturers.

According to the established plan, Beijing Hyundai has a sales target of 560000 vehicles in 2021, an increase of 25.54% over the same period last year. Beijing Hyundai has launched a new famous map this year, Tuguan L will also be officially launched in April, and a MPV model will also be launched this year. Based on the impact of last year's epidemic on the overall market, Beijing Hyundai is more likely to achieve its goal this year. However, if you want to change the development of the brand in the market, it is difficult to achieve in a short time.

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